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WASHINGTON - Two of the supermarket industry's leading trade groups, the Food Marketing Institute (FMI) and Grocery Manufacturers Association (GMA), are taking steps to help retailers promote the U.S. Department of Agriculture's MyPyramid initiative via an in-store promotional campaign. The campaign, to be called "Take a Peak," is slated to roll out at more than 3,500 food stores starting in the first quarter of 2007.
USDA introduced MyPyramid in April 2005, but the new food guidance system has been seen as a failure in some circles. In one survey, 80 percent of adults said they recognize the triangular graphic, but only 2 percent to 4 percent said they follow the guidelines.
"The purpose [of Take a Peak] is to help shoppers pick items that help them meet the guidelines," Alison Kretser, senior director of health and nutrition policy for GMA, told Executive Perspectives, a VNU publication targeted to consumer packaged goods executives. "This is taking it to the next level of promoting the federal recommendations. We want it to become actionable."
Take a Peak should complement existing internal nutritional education programs, according to David Lied, president of Pittsburgh, Pa.-based MatchPoint Marketing, the marketing agency that created the initiative.
The program will have customized options available for manufacturers and retailers, including point-of-purchase materials such as aisle banners, informational kiosks and recipe cards, and radio ads and programs centered around circulars.